PLANNING MEDIA STRATEGY

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CHAPTER 9

• PLANNING MEDIA STRATEGY

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OBJECTIVES

• PLAN AND SELECT THE RIGHT CHANNEL OF
  COMMUNICATION
• DIRECT ADVERTISING TO THE RIGHT PEOPLE IN THE
  PLACE AT THE RIGHT TIME
• WHEN,WHICH MEDIA,WHAT PERIOD,FREQUENCY OF AD
  RELEVENT TO PLANNING

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TYPES OF MEDIA(EX 9-1)

• PRINT MEDIA- NEWSPAPER, MAGAZINES, BROCHURE
• BROADCAST MEDIA- TELEVISION, RADIO
• OUTDOOR AND TRANSIT CARDS
• YELLOW PAGES/DIRECT MAIL
• WEBSITES AND INTERNET
• OFF-THE-WALL MEDIA- P272

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FACTORS AFFECTING MEDIA DECISIONS

• INCREASING MEDIA OPTIONS
• FRAGMENTATION OF AUDIENCE
• INCREASING COSTS
• COMPLEXITY IN BUYING AND SELLING
• VALUE ADDED OPTIONS
• INCREASING COMPETITION

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MEDIA PLANNING

• MEDIA OBJECTIVES EXIBIT 9-4 PAGE 277
• AUDIENCE OBJECTIVES EX( EX 9-5)
• RESEARCH FIRMS (EX 9-6 LIST)
• OTHER TOOLS-RETAIL SCANNERS,DATABASE
  DEVELOPMENT,INTERNET MEASUREMENTS

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• MESSAGE DISTRIBUTION OBJECTIVES
• WHERE, WHEN AND HOW OFTEN ADVERTISING SHOULD
  APPEAR ?
• MESSAGE WEIGHT- TOTAL SIZE OF AUDIENCE FOR THE
  CAMPAIGN
• GROSS IMPRESSION- MEDIUM TOTAL AUDIENCE
  MULTIPLIED BY THE NUMBER OF EXPOSURE

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• RATING- REACH,FREQUENCY, CONTINUITY
• GROSS RATING POINT- REACH TIMES FREQUENCY
• ESTABLISH EFFECTIVE REACH AND FREQUENCY
• GRP CALCULATIONS CAN BE WEEKLY FOR BROADCASTS AND
  PRINT OR DAILY EXPOSURE FOR OUTDOOR ADS
• FOR MAGAZINES-CPM(COST PER THOUSAND)

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ELEMENTS OF MEDIA MIX

• FIVE MS
• MARKETS
• MONEY
• MEDIA
• MECHANICS
• METHODOLOGY

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FACTORS INFLUENCING MEDIA STRATEGY DECISIONS

• MARKETSCOPE OF THE PLAN- LOCAL, REGIONAL, GLOBAL
• MONEYSALES POTENTIAL OF DIFFERENT MARKETS
• BRAND DEVELOPMENT INDEX AND CATEGORY DEVELOPMENT
  INDEX RELEVENT

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• COMPETITIVE STRATEGIES AND BUDGET CONSIDERATIONS
• MEDIA AVAILABILITY AND ECONOMICS- PROBLEMS IN
  GLOBAL ADVERTISING
• NATURE OF THE MEDIUM AND MOOD OF THE MESSAGE
• MESSAGE POSITIONING, SIZE AND LENGTH

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• CHARACTERISTICS OF MEDIA AUDIENCE- ATTENTION
  VALUE, EXPOSURE VALUE, MOTIVATION VALUE
• MEDIA SPILLOVER EFFECT
• COST EFFICIENCY-

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MEDIA SCHEDULING

• CRITERIA FOR MEDIA SCHEDULING
• OVERALL CAMPAIGN OBJECTIVES AND STRATEGY
• MEDIA AUDIENCE
• ADVANTAGES OF MEDIA AND COST EFFICIENCY
• MEDIA MIX APPROACH

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METHODS OF SCHEDULING

• CONTINUOUS SCHEDULE
• FLIGHTING
• PULSING
• EXIBIT 9-16 (PAGE 297)

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MEDIA BUYING FUNCTIONS

• PROVIDE INSIDE INFORMATION TO MEDIA PLANNER
• SELECTING MEDIA VEHICLES
• NEGOTIATING MEDIA PRICES
• MONOTOR VEHICLE PERFORMANCE
• POST CAMPAIGN ANALYSIS
• BILLING AND PAYMENT
• USE OF MEDIA BUYING SERVICES